Our old friend Russell Shaw wrote a post recently in which he made use of that quote. It comes from the well known Gary Keller book, Millionaire Real Estate Agent. Though I’ve not read it, that quote alone got it on my to-do list, if only to see what other nuggets might be lurking within.

I understand the sentiment. Even if we assume the expertise and knowledge it takes to produce results for buyers and sellers, without the ability to get yourself in front of folks who have the option of tellin’ you to stick it, all your skills will go unused. The best fisherman in the world won’t catch fish #1 casting his line down a well. He tends to prefer plyin’ his talents where the fish are likely to congregate. Go figure.

We humans tend to pull the wool over our own eyes. Having a plausible, even credible sounding reason for consistent abject failure is key to maintaining our perfect record of failing for very solid reasons. You know, we may fail, but it’s never due to anything we’ve done or failed to do, right? Right.

Beginning last week I began knockin’ down dominoes launching my company’s new infrastructure/marketing/return to San Diego. I ‘left’ SD almost seven years ago, as income property there was for those who either didn’t know what they were doing, were unaware of outa town options, had simply given up — or all of the above. My assessment back then, and until recently, was that it was akin to fishing in a well — it might be relaxing, but you were still gonna be eatin’ beans for dinner.

One of the dominoes knocked down this Monday was reintroducing myself to the local Board of Realtors (gulp) and the MLS. I was pleasantly surprised to learn they’ve followed Phoenix’s lead and become Mac friendly. Also, don’t know when this started, but one must now click a fob to access the MLS now. I joined again cuz I needed other fishermen to know where my fish can be found.

“So simple, even a Realtor can do it.”

The half dozen things I’ve either retooled, restructured, or added, have one major factor in common — they’re either aimed at, or centered on, bodies of water silly with real estate investors, or those wantin’ to get started.

2010 turning out to be a disappointment for ya? I have a idear for ya. If your favorite fishin’ hole ain’t producing, is fished out, grab your gear and figure out where they went. Duh. You and I can let the marketing geniuses here tell us how to catch the fish, after we ascertain there are fish lurking below the surface.

Which brings me to the real point.

I suspected in early 2003 my days in San Diego might be numbered, and knew as much by year’s end. From 1/1/04 through today, I’ve closed two transactions in SD. If I’d continued fishing in SD’s murky, infertile waters, I’d of been on permanent forced vacation, eatin’ a steady diet of beans. I searched high and low for rivers and lakes chock full of my kinda fish, found them, reinvented my firm, and did business — sometimes good, sometimes great, sometimes OK — but business.

Here I am today tellin’ you about how I’m yet again reinventing my company. This time though, my fishing holes haven’t gone barren. I’m just adding several more spots in which to fish — and where the surfaces are bubbling with my favorite catch.

Even Realtors with inferior bait will catch enough fish to eat each night if it’s the right spot. So ask yourself — why am I insisting on starving while continually castling my line down a cold, dark, abandoned well? You know, or can find out where the best local fishin’ holes are.

Why in Heaven’s name aren’t you doin’ just that? Why do you insist on learning better fishing techniques, buying better quality tackle, and higher tech boats, when you’ve already empirically shown there are no damn fish there!

Grandpa once told me, while we were in the Sierras back in the 1960’s, the cardinal rule of successful fishermen was to go where the fish are. Sounds too simple, doesn’t it?

Great post, Jeff. But I have to say, the line you like so much didn’t come from Gary Keller (so so many great ideas have). That line, “So simple a Realtor can do it” came from me. So thanks for the shout out, friend!

Alex — I’ve been around for awhile, and every now and then I spot a newbie I think is a can’t miss, and I’m usually right. You certainly made my radar ping. Keep doin’ what you’re doin’ and adjust as you have to — you’ll win, cuz you always have.

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